HEY! Mrs ROSE

Founding

A fashion-item label operated by 株式会社キャセリーニ (Casselini Inc.), the Tokyo women’s fashion-goods house. HEY! Mrs ROSE is built around a fictional protagonist — a woman who “loves travel and vintage to excess” and pulls inspiration from the obsessively collected treasures in her closet.

Aesthetic

Bag-led, with charms, small leather goods and capsule apparel orbiting the bag. Each collection is framed as Mrs ROSE remixing her hoard — a cami covered in childhood stickers and rhinestones, a sculptural bear-and-lightning lace cami — into modern, humour-filled pieces. The signature register sits between kawaii and subculture: playful surfaces, sharp underlying design.

Notable

April 2026 marked the brand’s first stand-alone pop-up — a Ray BEAMS collaboration at “BEAMS STREET UMEDA” in Osaka (4/24–5/6), featuring exclusive Ray BEAMS-edition camisoles alongside SS26 bags and charms.

Where to discover

• Online: casselini-online.com/heymrsrose
• Instagram: @hey_mrs_rose
• Flagship: Casselini Harajuku (see Casselini Harajuku)